The man’s world of grooming

21 June 2016



The man’s world of grooming


The man's world of grooming

As the male grooming market grows in potential, brands must endeavour to keep up with current retail trends. Nikki Austen, head of insight and strategy at Webb deVlam, explains how brand-owners can stay on top form.

The world of retail is changing. Sophisticated technology, smart marketing and a diverse, savvy audience means that brands face bigger opportunities - and challenges - than ever before in the quest to attract and win over customers. As a result, we are seeing seismic shifts in the way brands showcase their products and interact with audiences.


The big boys
Supermarkets and big retail venues are forging into new territories of late: Tesco recently announced that it's taking 100% ownership of in-store café chain Harris + Hoole, Asda is opening four new Decathlon concessions and John Lewis is launching an IT hub for staff to test new ins-store technology. Perhaps it's time that one of the sector's fastest growing categories, male grooming, took note, and considered what it should be doing to engage customers in store.


These recent changes to the retail landscape respond to the rapidly evolving demands and expectations of the British shopper, and there are few areas in which change is happening more rapidly than the male grooming market. For much of the past two decades, male grooming has been the driver of growth in the beauty sector. According to Mintel, by 2014, the UK men's toiletries market was worth £600 million; skincare alone accounted for £100 million. But since then, sales have stagnated and there is a danger that interest in the market could wane unless steps are taken to ensure it stays fresh and relevant. Forward-thinking male grooming brands are now looking at ways they can remain competitive in an increasingly crowded market.


A sense of belonging
The male grooming market is still buoyant - one in three men spend over £10 per week on toiletry and grooming products - but companies could be doing more to keep the market competitive and fresh. Brands must do more to ensure their products stand out from their rivals', for example. As they develop their go-to market strategies, they should be keeping a close eye on developments in the wider world of retail, and implementing appropriate new tactics and initiatives.


Consumer data suggests that 18% of men don't like shopping in stores, as they feel they are too 'female oriented', which results in 60% of men buying grooming products online - and only 11% buying them in department stores. Brands could therefore consider exploring new channels for retail, such as gyms, barbershops or even vending machines.


Immersive retail experiences are also becoming a central part of what we enjoy - and even expect - from brands. Particularly in the cosmetics and personal care sectors, sensory tactics such as scent booths and sound effects are being used to enhance customer experience and bring them closer to the essence of the products they are trying. These tactics are being widely used with traditionally 'female' products, but male grooming brands could - and should - be implementing these methods as well. And although many of these innovations are implemented by retailers rather than individual brands, this does not need to remain the case.


Instant gratification
Research conducted by Webb deVlam has revealed that when it comes to grooming products, men tend to be less patient than women. They are less willing to wait long periods of time to see results from the products they are using, instead seeking instant changes and improvements. Brands might therefore consider introducing sensorial cues, such as tingling, to their products, or format changes such as serum lathering or a colour change to indicate progress and success.


New product development and packaging should play a central role in brands' marketing and retail strategies: innovative retail techniques and impressive customer experience will go to waste if the physical product is tired, outdated and not in keeping with this brave new world. Customers must be as excited and moved by the products they purchase if their relationship with the brand is to be meaningful and long-lasting



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